Gyeongbokgung's Korean food wins over the global art crowd at Frieze Seoul

Bulgogi gimbap and bulgogi bibimbap became standout attractions for visitors at Frieze Seoul 2026, where Korean food brand Gyeongbokgung served international art-world guests.

Gyeongbokgung took charge of the fair's food and beverage lounge from September 2 to 5 at COEX in Seoul. It was the brand's second consecutive year at the event.

Frieze Seoul, now in its fifth edition, brought together about 130 galleries from 30 countries. Against that international backdrop, the two bulgogi dishes recorded the highest preference and sales at the venue. The brand reworked the familiar Korean ingredient into convenient formats for contemporary visitors.

Shrimp tempura rolls and vegetable tofu-pocket rolls were also offered. The selection was presented as a way to accommodate the varied tastes of global visitors and lower the barrier to trying Korean cuisine.